OLAPLEX launches at Boots with 36-store rollout by end of November

OLAPLEX has launched at Boots, with online sales starting on 9 October and a rollout to 36 UK stores due to be completed by the end of November 2026.

The agreement expands the brand’s UK retail presence, bringing its treatments, shampoos, conditioners and styling products to the high-street chain. The range centres on OLAPLEX’s patented bond-building technology, used across its professional salon treatments and products for home use.

Alice Rafferty, director of luxury beauty and cosmetics at Boots, said: “We’re incredibly excited to welcome OLAPLEX to Boots. The level of consumer interest in the brand ahead of launch is clear, with OLAPLEX becoming one of the most searched-for premium haircare brands on Boots.com over the past three months, among brands not previously available at Boots. This launch is a fantastic opportunity to bring one of the most recognised names in haircare to our customers and give even more people access to OLAPLEX’s innovative approach to hair health.”

The launch follows a series of additions to Boots’ premium and professional haircare offer. The retailer introduced a dedicated category in 2023 with ten new brands, including Redken, L’Oréal Professionnel and Wella Professionals, before adding Aveda in 2024 and ghd in 2025.

Michelle Brett, chief revenue officer at OLAPLEX, said: “Boots is an incredibly exciting next step for OLAPLEX in the UK. We’ve always believed that everyone should have access to the science and innovation behind healthier-looking hair, and this partnership allows us to bring our patented bond technology to even more people. We’re thrilled to make OLAPLEX’s approach to hair repair more accessible, helping consumers understand the health of their hair and make it stronger, healthier and more resilient.”

OLAPLEX introduced its bond-building technology in 2014 and developed a business spanning professional salons, specialist beauty retailers and direct online sales. Its products were sold in more than 60 countries in 2025. The company became part of Henkel in July 2026, following the completion of its acquisition.

Boots began as a herbalist’s shop in Nottingham in 1849 and now operates more than 1,800 UK stores, ranging from community pharmacies to large health and beauty stores. Its beauty business combines brands such as No7, Soap & Glory and Liz Earle with an expanding selection of premium skincare, cosmetics, fragrance and haircare.